Gurugram : While most brands celebrate milestone anniversaries with campaigns, discounts, or high-decibel media spends, CARS24, India’s leading autotech platform, took a different route. To mark its 10-year birthday, CARS24 launched a civic initiative to repair over 500 potholes and restore more than 7,000 square feet of damaged road across high-traffic zones pan India. This initiative, quietly executed and completed this week, focused on locations identified as high-risk for accidents and vehicle damage, and aimed at improving the daily driving experience for thousands.

CARS24’s decision stemmed from a simple insight: for the last decade, roads have carried everything that defines the brand: its customers, vehicles, its business, and its journey.

But these very roads, riddled with potholes and disrepair, have also been carrying something else: daily disruption. From late arrivals and broken suspensions to missed school buses and delayed ambulances, potholes may seem minor, but their impact is anything but.

In fact, they’re among the most preventable road hazards and yet, according to the Ministry of Road Transport and Highways, India reported an average of 6,880 pothole-related accidents every year between 2013 and 2022. In 2022 alone, over 2,000 lives were lost to what is essentially a repairable flaw in our infrastructure.

“Potholes are more than just an inconvenience. They’re a daily disruption, affecting how people live, drive, and move,” said Gajendra Jangid, Co-Founder, CARS24. “As a brand built on mobility, we’ve always been on the road. This was our way of giving back to it.” he added.

CARS24’s move comes at a time when brand purpose is often reduced to clever taglines and fleeting hashtags. In contrast, this initiative stands out by delivering tangible, on-ground impact without demanding attention. As part of the effort, the brand also installed witty yet thought-provoking road signs across cities, turning everyday commutes into moments of awareness and engagement. One road sign read, “Don’t drink and drive. Someone is waiting at home.” While another read, “Drive slow, this is not GTA.”

Across LinkedIn, Instagram and advertising circles, the campaign is being hailed as a rare example of action over optics. Even within the industry, the initiative is

being viewed as a refreshingly mature move, a form of brand building rooted in service, not storytelling

For a brand that works in the auto industry, the idea of fixing roads may seem like a small gesture but symbolically, it speaks volumes.

Gajendra also added, “We’ve always said we’re here to build trust in mobility. But trust doesn’t come from telling people, it comes from doing the right thing,

CARS24 has confirmed that this is not a one-time activation. The pothole initiative will continue as in other cities as an ongoing project under ‘Crashfree India’, evolving into a broader effort to support better mobility infrastructure across India.

The initiative is aligned with the brand’s long-term vision of “Better Drives, Better Lives”, a promise to not just enable car ownership, but to improve the everyday experience of mobility in India.

As CARS24 steps into its next decade, this initiative reflects the brand’s broader vision to not just connect cars with people, but companies with communities.